I help brands and digital products become clearer before they become visual. From positioning and structure to flows, hierarchy, and interface design, I work on the decisions that make an experience easier to understand, easier to use, and more aligned with the brand behind it.
A few projects that show how I think: starting from the problem, shaping the direction, and turning it into a clear visual experience.
Afous Essence started without a defined digital experience. I worked on the strategic side first: understanding how to position the brand, how to serve both B2B and B2C users, and how to turn that into journeys, information architecture, and a more coherent direction overall.
In this audit, I looked at where Zara Home’s editorial style creates friction in the shopping experience. The goal wasn’t to remove the brand identity, but to understand where hierarchy, navigation, and interaction cues needed to work harder.
This project was about pushing the visual direction without losing clarity. I explored how a stronger fashion-inspired identity could live inside an e-commerce interface, while keeping layout, hierarchy, and calls to action easy to follow.
A small front-end project built to practice structure, consistency, and responsive behavior across multiple pages. I used it to make design choices more concrete and to strengthen the connection between interface design and implementation.
I usually start by understanding what is unclear: the positioning, the structure, the user path, or the message itself. Once that part is clear, design becomes a decision-making tool—not just a visual layer.
Before designing anything, I look at the context: what the brand needs to communicate, who the experience is for, what feels confusing, and where the real friction is.
Then I turn the messy part into something clearer: page hierarchy, journeys, content priorities, and flows. This is usually where the project starts making sense.
Once the direction is clear, I design the interface around it. The goal is not to decorate the structure, but to make decisions visible through hierarchy, interaction, and visual consistency.
What interests me most is the thinking behind the interface: how a brand positions itself, what people need to understand quickly, and how design can make that message clearer. I like working on the space between strategy and execution, where direction becomes structure and structure becomes design.
I’m especially drawn to projects where branding, UX, and visual decisions need to work together. I don’t see UI as the starting point, I see it as the result of choices made earlier, when the problem is framed properly.
If you’re hiring or building a product and want someone who can connect strategy to UI decisions, I’d love to hear about it.